2010 COUNTRY BRAND INDEX. in partnership with

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1 in partnership with

2 2 What Makes a Strong Country Brand? Makes People s Lives Better Creates Emotional Desire & Demand Consistent Across All Touchpoints Point of View on the Future Drives the World Forward Economic Performance and Power The FutureBrand 2010 Country Brand Index, presented in partnership with BBC World News, is our sixth and most comprehensive study of country brands to date. It is based on more respondents across more countries and questions than ever before. After five years of research, we know that country brand strength is driven by perceptions of five key dimensions: Tourism, Heritage and Culture, Good for Business, Quality of Life and Value System. In addition, the strength of a country brand is determined in the same way as any other brand. We measure levels of awareness, familiarity, preference, consideration, advocacy and active decisions to visit. But the most important factors, the aspects that truly differentiate a country brand, are its associations and attributes the things that people think of when they hear a place name, or look at a photograph or plan a trip. But above all, a strong country brand is more than the sum of its attributes: it makes people s lives better. From progressive politics to openness, freedom of speech, movement and a positive outlook on the world, countries that are geared around their people and their needs score highly. They also have to create a strong emotional connection, making people want to visit, do business, learn and build their lives in a place. Not just that, but like any brand, they need to be consistent across all touch points, from advertising and public relations to political representatives, cultural ambassadors, tourists, companies and indigenous products. We need to be able to differentiate between country brand experiences, from people to places, from products to companies. Country brand ranking even correlates to how far a nation exports its values through its iconic brands. These features, coupled with a strong point of view and role on the world stage and a tireless effort to drive the world forward, encouraging tourism, immigration, cultural exchange and partnership, make the difference between a nation state and a genuine country brand. Also, as the 2010 Country Brand Index reveals, while economic performance is vital to brand strength, it is not enough to guarantee a high world ranking.

3 3 Why Does It Matter? Country brand strength is a nation s ultimate intangible asset and goes beyond its geographic size, financial performance or levels of awareness. Managed properly across every measure, it can be a lasting vehicle for goodwill, encouraging forgiveness in difficult times and disproportionately boosting the value of exports, from people to products to entire corporations. Arguably, a strong country brand is a driver of brand strength in other contexts when a product, service or corporation is identified with a strong country brand, it has a better chance of premium pricing, longevity and preference in emerging markets; consider the power of French luxury brands in China, for example. A weak country brand, like a weak product brand, leads to poor differentiation, ambiguous meaning and low recall in the minds of people who travel, invest and do business outside their borders. All of this affects a nation s ability to stand out regionally and globally and to realise future ambitions beyond its natural resources.

4 4 About FutureBrand FutureBrand is global brand and innovation consultancy with 24 offices around the world. We bring together many diverse national identities, histories and experiences. As a company we share a simple belief: the future does not happen to us, we create it. We have been pioneers in country branding for more than a decade, working with Mexico, Singapore, Peru, Australia, Saint Lucia and Qatar, to name a few, as well as shaping a number of country-branded export products including flag carrier airlines and helping to brand cities, regions and major national corporations. About BBC World News BBC World News is the BBC s 24 hour, international news and information service. With a global audience of over 70 million, it reaches in excess of 306 million households in more than 200 countries and territories with a mix of breaking news, award-winning current affairs and documentaries. As part of the world s largest newsgathering operation, with a network of over 2,000 journalists in more than 70 international bureaux, BBC World News offers its audiences comprehensive coverage of global events. The channel also has a first-class line up of business programmes, beginning with World Business Report and Business Edition. These are backed by in-depth regional Business Report programmes focused on the Middle East, Asia, India, Africa, and Russia, giving viewers an in-depth view of the most important financial, economic and company stories from around the world. Away from business, BBC World News also broadcasts some outstanding factual content, including the hard-hitting interview programme, HARDtalk, technology strand, Click, and travel show fast:track.

5 5 Our Methodology The Country Brand Index is an annual study that examines and ranks country brands, based on FutureBrand s proprietary research methodology. The sixth edition of CBI incorporates a global quantitative research study with 3,400 international business and leisure travellers from 13 countries on all five continents, qualified by in-depth expert focus groups that took place in 14 major metropolitan areas around the world. The overall country brand score is calculated using FutureBrand s Hierarchical Decision Model (HDM), which measures overall country brand performance in the following areas: AWARENESS: Do key audiences know that the country exists? How top of mind is it? FAMILIARITY: How well do people know the country and what it offers? ASSOCIATIONS: What qualities come to mind when people think of the country? We look at the measured perceptions of five key association dimensions: TOURISM HERITAGE AND CULTURE GOOD FOR BUSINESS QUALITY OF LIFE VALUE SYSTEM PREFERENCE: How highly do audiences esteem the country? Does it resonate? CONSIDERATION: Is this one of the countries being thought about for a visit? DECISION / VISITATION: To what extent do people follow through and visit the country? ADVOCACY: Do visitors recommend the country to family, friends and colleagues?

7 7 The Strongest Country Brands in 2010 This year s leading country brands share some common features. They are all democratic, progressive, relatively politically and economically stable, and doing business in English. As ever, there are rising and falling stars, but position is not the whole story. Themes are emerging in 2010 that hint at future drivers of country brand strength, including the importance of value systems and the freedom of communications: a major factor in world perception of a country and its culture, people, businesses and brands. Canada s Olympic year Firstly, 2010 is Canada s year. Rising from second to first place, brand Canada displaced the USA in a coup mirroring its ice hockey gold win at the Vancouver Winter Olympics. In fact, as host of the Games, Canada not only secured a record number of gold medals but delivered a successful event overall: a fact that must have helped its image as a safe, friendly, fun, world-class country. All things considered, it is perhaps not surprising that Canada enjoyed increased awareness and visitation scores this year. But paradoxically, while Canada performs consistently well across every CBI measure, it fails to achieve the highest rank in any category unlike its rival the USA, which continues to dominate when it comes to consideration and other scores. The role OF media It should come as no surprise that the leading country brands have a healthy mixture of public and commercial broadcast networks with multiple stations, some international reach and a relatively free press. They also have excellent communications infrastructure with high levels of Internet and mobile phone penetration. In a world defined by user-generated content, borderless communication through social networks, and unprecedented access to news, information and rich media, a country brand is now partly built by aggregated sentiments and content arising from people s personal experience. The more open a country, and the better its technological infrastructure, the more likely good (and bad) experiences will permeate and impact awareness and preference for its brand. So it is no coincidence that digital openness is a common feature of the strongest country brands.

8 8 The Obama effect wears off Perhaps unsurprisingly, the USA has fallen three places this year, showing that the Obama effect can work both ways. Just as its rise to the top spot in 2009 reflected global attention, hope and anticipation of change promised by the new administration, the USA has suffered in parallel with the waning approval ratings of its new president. This could indicate that brand USA was artificially stimulated by the charisma of an individual and his globally monitored election campaign, covering up some of America s challenges in the wake of the global economic crisis. With unemployment nearing double figures and a slower than predicted recovery, the world s largest economy has also been affected by the Gulf of Mexico disaster and sustained criticism over foreign policy. However, brand USA continues to communicate strong and desirable values in everything from popular culture and entertainment to food and retailing brands. The US economy s importance for global business and the pre-eminence of US high-tech and pharmaceutical companies and brands means that the world still pays close and positive attention to America. Weathering the financial storm The economic crisis is also a powerful factor in country brand strength this year, but mainly for those that avoided it. The top three brands managed to escape the worst of the banking collapse and maintain relatively strong economies throughout Australia and New Zealand have both enjoyed consecutive-quarter growth thanks in part to continuing demand for commodities like iron ore, timber and milk from China. Canada has also shown strong performance among the G7 nations, being the last into recession and the first out, not least thanks to fiscal conservatism that helped it to avoid the sub-prime crisis. Other countries that have fallen down the rankings notably the USA and the UK have both suffered conspicuously as a result of high-risk ventures and the banking collapse.

9 9 Brand UK plays to its strengths Perceptions of brand UK might have been particularly affected by recent public spending cuts and a move towards a new austerity following this year s change of government. However, despite a slight fall in 2010, brand UK is still a global contender. A major exporter of music, television, film, fashion and literary icons from the BBC to the Man Booker Prize, syndicated TV talent show formats, Vivienne Westwood and James Bond the UK still punches above its weight in global media and popular culture. It continues to be a centre of research and learning, with Oxford and Cambridge as well as notable business schools appearing prominently in global rankings. And global brands with UK provenance such as Burberry, M&S, GSK, Diageo, British Airways and Virgin Group do much for brand UK s international image. Unlike more youthful counterparts among the leading country brands, the country also consistently achieves high scores in the dimension for Heritage and Culture that makes up for a rather weak performance in the dimension for Tourism this year. It is also important to remember that the UK hosts some of the most powerful sports brands in the world, from Manchester United to Chelsea and Arsenal as well as the English Premier League overall. It will be interesting to see whether brand UK maintains its Top 10 position over the next three years particularly with the London 2012 Olympic Games firmly in view with a new administration and hopes for a steady recovery from economic difficulty. English as a first language What Canada, Australia and New Zealand have in common with the UK is English as a first language the unifying force behind global communications and commerce. Rising business schools and universities position them well as education hubs providing talented, mobile students who act as international ambassadors for their countries brands. The strong tourism draw for all three markets is closely related to each country s diversity of natural beauty and tourism-friendly urban centres. All three are notable for their strong commitment to natural and environmental causes, and are often used as locations for major films, television shows and commercial advertising as well as promoting themselves as diverse and affordable destinations for adventure and relaxation. It is not surprising that all three, often presented as offering the best of urban and rural living, are highly desirable when it comes to immigration in search of quality of life.

10 10 Switzerland punches above its weight If economic stability matters, it also seems that size isn t everything. New Zealand, Finland, Sweden and Switzerland all prove this with populations under 10 million. Their high position is thanks in no small part to perceptions of a strong value system and quality of life in each country. But Switzerland s six-position jump from last year can be attributed to more than its historic reputation for political neutrality and high living standards. Above all, Switzerland dominates the rankings in the Good for Business dimension in 2010, which perhaps relates to several years of high-profile corporate headquarter relocations to major cities. From Kraft Foods to Novartis, Merck Serono, Google Europe, McDonald s Europe, P&G, Nestle and the International Olympic Committee, new and established organisations in every industry have taken advantage of favourable corporate residency regulations, and cemented an already global reputation for Switzerland as a place for doing business. The rise of brand Scandinavia Perhaps most interestingly this year, the Top 20 performance of Sweden, Finland, Norway and Denmark reveals a strong emerging preference for brand Scandinavia across the world. From Denmark s role as the host of the Copenhagen Summit to Sweden s internationally renowned welfare state, brand Scandinavia represents a commitment to freedom, well-being, global citizenship and quality of life that unites these Northern European countries in people s perceptions. As a rising star in 2010 moving from 21 to 10 Sweden in particular cultivates very strong perceptions around the dimensions for Value System and Quality of Life. Specifically, Sweden performs well in attributes such as Environmental Friendliness, Education System and Healthcare System which are all ranked at number two. The strong performance of brands like the airline SAS that bring Scandinavia together shows the power of unifying individual country brands behind regional flag carriers or corporations that represent common values. For example, SAS Group s airline companies are the only ones in the world with ISO and EMAS environmental certification, which is consistent with perceptions of brand Scandinavia s environmental credentials. This sits alongside global household names such as H&M, Lego, Nokia, Volvo and Ikea all national brands from the region that travel well and provoke admiration and positive perceptions.

11 11 Falling stars for 2010 And what of those top 2009 country brands that have fallen in the rankings this year? Greece presents the most conspicuous shift, dropping 8 places from 14 to 22, set against a high-profile financial crisis and subsequent industrial relations problems following government spending cuts and tax increases. Associations of Greece as a tourist destination are traditionally strong in this study, but during sustained periods of bad news affecting confidence around core services and infrastructure consideration and advocacy are threatened. India is another falling brand, dropping five places to 23 this year, straight off the back of negative global media coverage of health and safety concerns at this year s Delhi Commonwealth Games, as well as attacks on tourists leading up to the event. Spain and Ireland also move down the table, showing that even traditionally strong tourist destinations are not immune to shifting brand strength in straightened economic times. Italy also falls down the ranking despite increased efforts to boost tourism this year with high-profile internal and external advertising initiatives featuring the prime minister himself. However, this is set against a backdrop of sustained criticism of Silvio Berlusconi s premiership and the financial difficulties the country has faced in the global economic crisis. brands in country branding And finally, this year s leading country brands reveal a more lasting truth about brand strength. Despite crisis, economic downturn, political upheaval and public relations problems, countries with a clear identity, consistent values and a lasting heritage continue to perform at the highest level. For example, brand China s position has actually dropped in the 2010 ranking while simultaneously displacing Japan as the world s second-largest economy, showing that economic strength alone is not enough to build a strong brand. Japan, on the other hand, has risen one position in the ranking, amid high-profile national PR problems such as the Toyota recall, economic slowdown and a weakened yen. Similarly, the BP crisis widely feared to impact brand UK seems not to have significantly damaged perceptions of the brand. Its continued high performance in heritage and culture as well as consideration and visitation show that legacy value and a strong identity as a nation can overcome austerity drives and corporate disasters. Similarly, while France has fallen this year, its biggest strength remains in Heritage and Culture, and it makes great use of that in exporting some of the world s most famous brands from Chanel to LVMH Group all of which continually reinforce its authentic history, culture and style. It is no coincidence, for example, that the emerging super-rich in China choose French luxury brands over others as emblems of their newly found economic and social status. French brands such as Carrefour, Danone, L Oréal, Evian and Renault also carry great appeal to the mass market, which reinforces a more populist aspect to French culture and specialisation in retail, cosmetics and dairy products. France also continues to be a very strong tourist destination for the same reasons, remaining at number one in awareness and decision/visitation, and jumping to first place in familiarity this year. Undoubtedly, French music and cinema continue to influence global culture for the Francophone world, and France 24 and Canal+ are major vehicles for French culture.

12 12 Consistency is key What do these leading country brands have in common? Above all else, they stand for something and carry their values into politics, business, tourism and culture from the brands they export to the celebrities they cultivate. A strong sense of identity, developed over time and presented consistently across touch points, is critical to brand success of any kind. It can provide the forgiveness that a country brand needs to weather short-term difficulties that hamper public perception and decisions to travel and do business. At the end of the day, like company, product or service brands, country brands create strong and positive impressions that generate desire and demand. The consistency of impressions and messages across media and channels keeps them top of mind and promotes them across audiences and categories of relevance, from business to travel and tourism. Above all, if brands are a promise, the 2010 leading country brands are keeping theirs.

13 13 Top 10 Country Brands Strengths 2010 offers a potent reminder that strong, consistent country brands hold their value in the long term. Canada, Australia and New Zealand have all occupied the Top 10 for at least four editions of the CBI. And eight of the Top 10 remain from But while there is no single formula for success, many countries have particular strengths that differentiate their brand in audiences minds. FutureBrand s proprietary Hierarchical Decision Model (HDM) is the methodology used to evaluate key dimensions of brand strength, from awareness to associations and advocacy. The ultimate rank of a country is based on how it scores across all these measures. Interestingly, although Canada is very strong in Tourism (4), Quality of Life (5), Good for Business (8) and Value System (8), it does not achieve a number one ranking in any specific measure or association within the HDM framework. Its secret lies in consistent strength across every metric.

19 19 Top 10 Country Brands Weaknesses While the Top 10 list includes the best overall performing country brands in 2010, none is universally strong across every quality or asset. Even brand Canada fails to achieve a number one ranking in any specific measure or association, despite coming top this year. A number of these brands have significant perceived weaknesses relative to other nations. A weak score is considered to be anything lower than rank 40 in our index. This shows that no country brand can be a leader across every dimension or attribute. In fact, brand success is not about being perfect as much as it is about turning assets into perceived strengths. CANADA AUSTRALIA NEW ZEALAND USA It is hard to find legitimate weaknesses for Canada, but its lowest score is in perceptions of History, as part of the Heritage and Culture dimension, with an overall ranking of 61. This offers an opportunity for further improvement in the communication of Canada s heritage. Australia s least strong performance is in the Heritage and Culture dimension, however increasingly strong associations with wine production and festivals like Mardi Gras are starting to balance out an historic emphasis on surf and sport in the lucky country. If brand New Zealand wants to move up to the top spot, an overall ranking of 15 in the dimension for Good for Business is an opportunity to improve. New Zealand has found success with its 100% Pure New Zealand campaign, and the recent Air New Zealand advertising about the new long haul might just pull the right levers. Brand USA has an opportunity for a quick win by addressing perceived weaknesses in Heritage and Culture. Its middle ranking scores in attributes for History, Art & Culture and Natural Beauty are quite a surprise for the home of Hollywood and some of the world s most distinctive natural landmarks. Attribute Rank Attribute Rank Attribute Rank Attribute Rank History #61 History #58 History #50 History #51 Art & Culture #41 Art & Culture #43 Art & Culture #45 Authenticity #58 Natural Beauty #48

20 20 5 switzerland 6 JAPAN 7 France 8 FINLAND Switzerland seems to have no problem attracting corporations and the wealthy to relocate to its major cities. However, relatively weak perceptions in Value for Money this year suggest more work needs to be done to raise awareness of the real costs of leisure and business in the country. Japan is the only country with no scores lower than 40 this year across the board. But sixth position overall still leaves room for further excellence across all measures. Like the UK, brand France is a strong performer in the Heritage and Culture dimension, but also like the UK, our study shows that France is perceived as offering poor Value for Money. Our number seven country brand might need to concentrate on shifting perceptions of the cost of living and tourism as competition heats up. Finland performs moderately well against most measures this year, with positive spikes in key areas like Value System. If there are any specific perception shifts needed, they lie in associations with History where the brand drops to the middle rankings overall. Attribute Rank Attribute Rank Attribute Rank Attribute Rank Value for Money #43 None n/a Value for Money #67 History #60 LOW RES UNITED KINGDOM 9 10 SWEDEN Value for Money and Tourism overall are brand UK s Achilles heels this year with an overall position of 84 and 52, respectively. But very high scores for the Heritage and Culture dimension and consistent performance across other measures suggest opportunities to emphasise cost-effective leisure travel and some of the UK s historic and cultural attractions. Attribute Rank Natural Beauty #61 Value for Money #84 Attractions #51 To crown an emerging pattern across the leading country brands, Sweden also shows its weakest performance when it comes to Value for Money, with borderline poor perceptions of History and Resort & Lodging Options. Attribute Rank History #45 Value for Money #64 Resort & Lodging Options #40

21 21 Worst-Performing Country Brands 01 zimbabwe 02 iran 03 PAKISTAn 04 DR Congo 05 nigeria 06 el salvador 07 LIBYA 08 Senegal 09 bangladesh 10 SUDAN This year s weakest country brands struggle variously with political instability, security concerns, corruption, economic turmoil, natural disasters and high levels of state control, all of which confirm an unavoidable correlation between perceived brand strength and political, social and economic realities in the world s most challenged countries. As a group, these country brands perform poorly in the assessed dimensions of Tourism and Value System. But it is important to consider that low awareness remains a strong part of the problem for these country brands, rather than merely negative associations. With significant formal or informal constraints on media freedom (with notable exceptions like El Salvador and Senegal), frequent travel restrictions, and a relatively weak communications infrastructure, the Bottom 10 brands reinforce the vital role for media and travel in building and maintaining country brand strength whatever the natural assets of a country. Similarly, while these countries have complex histories, they are not celebrated for exporting global consumer or corporate brands a stark contrast with this year s leaders. African countries are well represented in the Bottom 10, with Zimbabwe topping the table. Like many of its counterparts, Zimbabwe has suffered from over a decade of political and economic turmoil, not least surrounding the globally controversial land reform programme and subsequent hyperinflation. This, combined with a poor human rights reputation and some of the most severe restrictions on press freedom, forms the backdrop to the country s weak brand performance in In keeping with this, our research reveals perceptions of Zimbabwe as the worst country for Business (110), Quality of Life (110) and Value System (110). Perhaps surprisingly, however, brand Zimbabwe also suffers from relatively low levels of awareness good or bad despite high-profile news coverage over recent years, the recent power-sharing initiative with Prime Minister Morgan Tsvangirai, and President Mugabe s continued high-profile and controversial presence on the international stage an indicator that notoriety is not enough in itself to generate strong global awareness of a country brand. Libya moves up from the bottom place this year, breaking a two-year pattern, but continues to suffer from low awareness and advocacy and remains in the Bottom 10 for the Tourism and Value System dimensions. But unlike in 2009, Libya is no longer bottom of the table for the Quality of Life or Good for Business dimensions both key associations to nurture for long-term brand strength.

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